Law of Two Segments
The law of two segments suggests that some markets contain two materially different audience clusters whose needs, contexts, or buying logic are distinct enough that one generic proposition underperforms both
Vague Referrals Reveal Vague Positioning
Unclear referrals reflect unclear positioning.
Positioning Is Everything
Ries and Trout's positioning concept remains the first domino of marketing strategy.
From Panelist to Anchor Voice
How leaders can use panels not just to participate, but to establish a more memorable and reusable public point of view
Saying "No" in Public
How leaders can decline opportunities, demands, or expectations in ways that reinforce focus and strengthen strategic identity